The External Influence Factors Of Network Consumers Purchase Intention

With the combination of Internet and different areas,agricultural production and the combination of e-commerce is becoming one of the main mode of agricultural products marketing.E-commerce has lower transaction costs,widen the channel of the circulation,greatly improve the trade efficiency advantages.Linan nuts characteristic agricultural e-commerce from the grassroots development,support to the government guidance.In the process of development,the consumer as the body of the trading session,their purchase intention is of great significance to the development of linan nuts electricity.This paper mainly focuses on pecan linan nuts of characteristic agricultural products,research the external influence factors of online consumer purchase intention.First of all,this article from the trade situation,supporting services,brand construction,platform construction,policy support,personnel training and other aspects research current situation of the development of city of linan nuts electricity;Secondly,combining previous research and the actual situation,proposed purchase intention is directly products,merchants,platform three external factors influencing the affected by environmental factors,respectively,and the influence of the three theoretical hypothesis;Finally,through the network in the form of combination of questionnaire and on-the-spot questionnaire,collecting network consumers in zhejiang province electricity to linan nuts of all aspects of the visual evaluation as the foundation data,validated by using structural equation model(SEM)analysis,explain the dimensions and the relationship between the consumer purchase intention,the theoretical hypothesis.Study concluded that: products services influence on consumer purchase intention is one of the biggest,followed by the business services.Platform service purchase intention constitute a significant effect.Electricity products and services and business services are significantly positive influence by electricity development environment.The ascension of products and services,business services as well as the improvement of electrical business development environment can effectively promote the network consumer purchase intention.So on the above research conclusion Suggestions to consummate the product service,improve business service and improve the electricity development environment,etc.Countermeasures and Suggestions.